I’m a creative director and brand strategist based in Dubai, shaping brands and cultural experiences through festivals, programmes, and creative communities

For over a decade, I’ve led brand and creative direction at the Emirates Literature Foundation, shaping the Emirates Airline Festival of Literature and its wider initiatives through brand identities, campaigns, and experiences that connect diverse audiences with stories from around the world.

Beyond my work at the Foundation, I co-founded TRIBE, a Filipino-led collective in the UAE that creates platforms for creative collaboration, cultural exchange, and storytelling across artists, designers, filmmakers, performers, and communications practitioners.
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My work spans creative direction, brand strategy, and cultural programming across the arts and creative communities, shaping how culture is experienced through branding and storytelling.

2022 Emirates LitFest Campaign

Creative direction for the 2022 Emirates Airline Festival of Literature campaign unveiled at Expo 2020 Dubai.​

WikiArabia Brand System​

Designed the scalable visual framework for WikiArabia UAE, later adopted for the WikiArabia Oman conference.

Sulyap: A Celebration of Filipino Language at Theatre of Digital Art

Co-curated a multidisciplinary showcase at Theatre of Digital Art celebrating Filipino language through poetry, performance, and visual art.

I’ve had the privilege of working with and collaborating on projects alongside esteemed brands and institutions